Status Is Everything is a pioneering HIV testing campaign in the Greater Newark area, targeting African American men ages 18-24 who have sex with men. Funded by the New Jersey Department of Health and Senior Services and the CDC, Status Is Everything is the first HIV prevention and testing social marketing campaign in New Jersey to integrate custom campaign photography, new media and traditional media strategies; mobile marketing, Twitter, Facebook, PSAs and large-scale outdoor media.
Campaign identity and brand guide
Community relations strategy
Media and community event
Mobile marketing strategy
Copywriting and copyediting for all media
Slogan and tagline generation
Marketing and promotional collateral
Social media strategy
The internationally acknowledge Status Is Everything campaign pioneered an integrated communications approach that is evaluated by Rutgers University and replicated in other municipalities.
The custom campaign photography featuring local African American MSM as the spokespeople key to the campaign success, endearing the prevention message in the community
Focus group insights inspired the “Love You” billboard on Rutgers Campus, “Knowing Is Key” bus wraps and lightrail posters, “Real Talk” print and online marketing materials, webisodes and the interactive website
Transit and outdoor advertising delivered millions of community viewings resulting in increased testing rates among African-American MSM and the community at large
Over 5,000 followers on @SIENewark follow Michael, a Status Is Everything campaign avatar and role model 23 year old African American MSM